All over the world, LEGO continues to champion the builders of tomorrow - our children. However, SG50 presented the opportunity for an international brand like LEGO to strengthen its relationship with Singaporeans. Therein lies the challenge. We were tasked to create a social conversation that would strongly resonate with locals and spark participation with LEGO's retail activation – where exclusive gifts with purchase featuring iconic Singaporean mini-builds were released.

LEGO Singapore's social media following has more than eleven millions fans. Working together with a video ad tech company that runs a leading programmatic platform for social video advertising, we leveraged upon that fanbase alongside paid Facebook Ads, boosted posts, and a detailed PR plan both locally and internationally to turn this conversational piece into a talking point. It was a month-long campaign that culminated with Singapore's National Day.